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2022-23

Essential Objectives

Course Syllabus


Fall 2022 | BUS-1135-VO01F - Introduction to Digital Marketing


Flex Class

Flex courses are online courses with flexible assignment submission, allowing students to manage their completion pace during the semester. Flex courses remain open for enrollment throughout the first half of the semester. Flex course enrollment for Fall 2022 ends on October 31.


Location: Online
Credits: 3 (45 hours)
Day/Times: Meets online
Semester Dates: 09-06-2022 to 12-19-2022
Last day to drop without a grade: 09-26-2022 - Refund Policy
Last day to withdraw (W grade): 11-07-2022 - Refund Policy
Open Seats/Section Limit: 17/17 (as of 05-18-22 8:05 PM)

Faculty

Barb Dozetos
View Faculty Credentials

Hiring Coordinator for this course: Jennifer Alberico

Course Description

This course provides an overview of the business value of digital marketing and ways it can be used to attract, convert, and retain customers. Students will be introduced to the broad array of digital interactive marketing programs used to achieve business goals including search engine optimization, online display advertising, email marketing, site optimization, social media, mobile marketing, and online analytics. Students will learn the key differences between digital and non-digital marketing and the advantages and disadvantages of both. Topics include the critical metrics used to assess and improve marketing campaigns, including methodologies for tracking the impact of online channels such as e-mail, paid search (pay-per-click), organic search (SEO), and display/banner ads.


Essential Objectives

1. Demonstrate the techniques of Internet marketing in the context of the marketing mix and the Ps: product, place, promotion, and price).
2. Differentiate and appraise Internet marketing versus traditional marketing channels.
3. Identify and discuss how organizations and consumers utilize the Internet.
4. Discuss the strengths, weaknesses, and application of the various channels of Internet marketing including Google, Facebook, Twitter, YouTube, Internet ads, websites, and other social media platforms.
5. Define the basics of strategic website design and interaction for marketing an organization’s products and services.
6. Evaluate and examine the quality and effectiveness of website design using real examples for marketing an organization’s products and services.
7. Demonstrate effective content creation for internet publication including text, images, audio, and video.
8. Illustrate the differences between business-to-consumer (B2C) and business-to-business (B2B) Internet marketing.
9. Examine the differences between PPC (Pay Per Click) and SEO (Search Engine Optimization).


Required Technology

More information on general computer and internet recommendations is available on the CCV IT Support page. https://support.ccv.edu/general/computer-recommendations/

Please see CCV's Digital Equity Statement (pg. 45) to learn more about CCV's commitment to supporting all students access the technology they need to successfully finish their courses.


Required Textbooks and Resources

BUS-1135-VO01F Link to Textbooks/Resources Information for this course in eCampus.

The last day to use a Financial Aid Advance to purchase textbooks/books is the 3rd Tuesday of the semester. See your financial aid counselor at your academic center if you have any questions.


Grading Criteria

CCV Letter Grades as outlined in the Evaluation System Policy are assigned according to the following chart:

 HighLow
A+10098
A Less than 9893
A-Less than 9390
B+Less than 9088
B Less than 8883
B-Less than 8380
C+Less than 8078
C Less than 7873
C-Less than 7370
D+Less than 7068
D Less than 6863
D-Less than 6360
FLess than 60 
P10060
NPLess than 600


Attendance Policy

Regular attendance and participation in classes are essential for success in and are completion requirements for courses at CCV. A student's failure to meet attendance requirements as specified in course descriptions will normally result in a non-satisfactory grade.

  • In general, missing more than 20% of a course due to absences, lateness or early departures may jeopardize a student's ability to earn a satisfactory final grade.
  • Attending an on-ground or synchronous course means a student appeared in the live classroom for at least a meaningful portion of a given class meeting. Attending an online course means a student posted a discussion forum response, completed a quiz or attempted some other academically required activity. Simply viewing a course item or module does not count as attendance.
  • Meeting the minimum attendance requirement for a course does not mean a student has satisfied the academic requirements for participation, which require students to go above and beyond simply attending a portion of the class. Faculty members will individually determine what constitutes participation in each course they teach and explain in their course descriptions how participation factors into a student's final grade.

Accessibility Services for Students with Disabilities:


CCV strives to mitigate barriers to course access for students with documented disabilities. To request accommodations, please
  1. Provide disability documentation to the Accessibility Coordinator at your academic center. https://ccv.edu/discover-resources/students-with-disabilities/
  2. Request an appointment to meet with accessibility coordinator to discuss your request and create an accommodation plan.
  3. Once created, students will share the accommodation plan with faculty. Please note, faculty cannot make disability accommodations outside of this process.


Academic Integrity


CCV has a commitment to honesty and excellence in academic work and expects the same from all students. Academic dishonesty, or cheating, can occur whenever you present -as your own work- something that you did not do. You can also be guilty of cheating if you help someone else cheat. Being unaware of what constitutes academic dishonesty (such as knowing what plagiarism is) does not absolve a student of the responsibility to be honest in his/her academic work. Academic dishonesty is taken very seriously and may lead to dismissal from the College.





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